Balanced Brand: How to Balance the Stakeholder Forces That Can Make or Break Your Business Hardcover - 2006
by Foley, J
- Used
- Hardcover
Description
Standard delivery: 7 to 20 days
Details
- Title Balanced Brand: How to Balance the Stakeholder Forces That Can Make or Break Your Business
- Author Foley, J
- Binding Hardcover
- Edition First Edition (F
- Pages 208
- Volumes 1
- Language ENG
- Publisher Jossey-Bass, San Francisco, California, U.S.A.
- Date 2006
- Illustrated Yes
- Features Bibliography, Dust Cover, Glossary, Illustrated, Index, Table of Contents
- Bookseller's Inventory # 9149492
- ISBN 9780787983093 / 0787983098
- Weight 0.83 lbs (0.38 kg)
- Dimensions 9.3 x 6.36 x 0.79 in (23.62 x 16.15 x 2.01 cm)
- Library of Congress subjects Relationship marketing, Corporate image
- Library of Congress Catalog Number 2005034283
- Dewey Decimal Code 658.827
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From the rear cover
Successful companies often assume that if sales are good, then their branding must be effective. They often pay little attention to what actually sustains their brand and reputation, leaving them vulnerable to dangerous backlash if a rift develops between their values and those of their stakeholders.
Every stakeholder--customers, employees, shareholders, and community members--plays a role in the overall success of a company. When corporate values are out of alignment with stakeholder values, trouble is right around the corner. In this groundbreaking book, branding expert John Foley shows how to understand and effectively respond to the needs of each stakeholder group, emphasizing reputation in balance with brand to avoid damaging misalignment between them. Balanced Brand provides tools for identifying potential backlash flashpoints and for designing internal and external communication strategies for projecting appropriate values.
This important resource is based on years of research, including interviews with senior managers who struggle with the challenges of foreign competition, outsourcing, and the relentless cycle of reducing costs while adding value to compete in a global market. The book delivers the systems and tools to assess and align corporate values with stakeholder values. Using these guidelines, companies will have a new way to manage stakeholders that results in building and protecting a strong brand and a strong reputation. The competitive advantages created by Balanced Brand can help any company--no matter how large or small--succeed.
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Media reviews
Citations
- Reference and Research Bk News, 11/01/2006, Page 116
